Keep Your Eyes on the Prize
Why Context Matters More Than Ever
Bob Canaway
VP Marketing, Ektron

David Aponovich
Sr. Analy...
Keep Your Eyes on the Prize!

Why Context Matters More Than Ever
David Aponovich, Senior Analyst
Forrester Research
Latest...
HOUSEKEEPING
How to participate
• For audio choose “Use Mic
& Speakers” or “Use
Telephone” in your Audio
window
• Submit y...
Making Leaders Successful
Every Day
Welcome to the Age of the Customer

© 2013 Forrester Research, Inc. Reproduction Prohibited

5
“ But I just built my new website
three years ago. Why should I
care about personalization and
contextualization now?

© 2...
The goal: Deliver interactions that cater
to a person’s specific needs – without
having to design millions of individual
i...
Today: Digital transformation (not just WCM)
What digital leaders were demanding three years ago:

 “Replace my web conte...
This isn’t just about apps. Or
websites. Or mobile.

It’s about being relevant to your
customers.

© 2013 Forrester Resear...
Net result: Targeted, Personalized Experiences
Forrester defines digital experience management
(DX) as:
The management and...
WCM has turned into sexy software

› WCM has evolved from basic, IT-centric tools . . .
› . . . to smart, flexible, busine...
What are organizations buying?
Which of the following technology tools has your organization prioritized
in the next 24 mo...
Inspiration for
relevant, personal, contextual
experiences comes from many
places.

© 2013 Forrester Research, Inc. Reprod...
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
Context goes far beyond
technology.
However, technology can ease the
burdens of contextualization

© 2013 Forrester Resear...
Behavior

© 2012 Forrester Research, Inc. Reproduction Prohibited
Situation

© 2012 Forrester Research, Inc. Reproduction Prohibited
Demographic

© 2012 Forrester Research, Inc. Reproduction Prohibited
What?

© 2013 Forrester Research, Inc. Reproduction Prohibited

23
con·tex·tu·al·iz·a·tion
ˈ
kän-ˈ
teks-ch(ə-w)ə-lə-ˈ
zā-shən

noun
: A tailored, adaptive, and sometimes predictive
digital ...
Who?

© 2013 Forrester Research, Inc. Reproduction Prohibited

25
Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report
© 2012 Forrester Research, Inc. R...
How customers perceive their
interactions with your company
Enjoyable
Easy
Meets Needs
Why?

© 2013 Forrester Research, Inc. Reproduction Prohibited

29
Customer experience
correlates to loyalty
 Willingness to consider
for another purchase
 Likelihood to
recommend to a fr...
When?

© 2013 Forrester Research, Inc. Reproduction Prohibited

31
The US consumer owns multiple computing
devices . . .

59% own two or more PCs.

93% of tablet owners also own a laptop.

...
More devices = greater overall activity
Tablet owners use their smart phones more than the overall online population for
m...
Consumers transition across screens

Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Be...
They also use multiple screens at once

Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer...
Where?

© 2013 Forrester Research, Inc. Reproduction Prohibited

36
Customer journeys are complex

© 2012 Forrester Research, Inc. Reproduction Prohibited

Source: Adaptive Path

@sa_powers
© 2012 Forrester Research, Inc. Reproduction Prohibited

@sa_powers
›

“I don’t think about the devices or the platform, I
just live my life and get things done.”
Silos only support part of the customer
journey.
@sa_powers
You must unify the experience for your
customers.

@sa_powers
How?

© 2013 Forrester Research, Inc. Reproduction Prohibited

@sa_powers
42
Uber uses geolocation data for a more
contextualized experience

@sa_powers
Indoor positioning enhances the
museum experience

Source: January 23, 2013, “Next In Tech: Indoor Positioning” Forrester ...
Smarter, more contextual interactions
will be critical to delivering successful
digital customer experiences.
Providing contextual, cross-channel
customer experiences is an major
challenge

© 2013 Forrester Research, Inc. Reproducti...
Technology
silos
Organizational
silos

Lack of
overall, unif
ied
customer
experience
strategy

@sa_powers
Remember three key takeaways as
you start on a contextualization
strategy.

© 2013 Forrester Research, Inc. Reproduction P...
Many decision makers are involved
Which group is the final decision maker for applications that support digital
customer e...
“We’ve hit a wall. We’ve gone as far
as we can without involving IT.”
- CMO, consumer product goods manufacturer

© 2013 F...
Key takeaway #1: Multiple roles are
critical to
personalization, contextualization
success, so plan on working closely
wit...
Many technologies are involved
Which of the following technology tools do you play a key role in
evaluating, specifying, a...
Please Rate The Following Statement

Our organization prefers a best-of-breed
(vs. suite) approach for customer-facing
app...
Companies will need to employ a
modern application architecture

© 2013 Forrester Research, Inc. Reproduction Prohibited

...
Key takeaway #2: Sourcing
technology from vendors who
understand modern application
architecture, and how to connect
the d...
Data for contextualization comes from a
variety of sources
Context demands new, analytics
driven, capabilities
Key takeaway # 3: You will need to
tap into a variety of data sources for
better contextual experience, but it’s
OK to sta...
Thank you
David Aponovich
daponovich@forrester.com
@daponovich
Keep Your Eyes on the Prize
Why Context Matters More Than Ever
Bob Canaway
VP Marketing, Ektron

David Aponovich
Sr. Analy...
67 percent
of the
buyer’s
journey is
digital
Your visitors are bombarded
by 100’s of digital messages
each day
Sites
visited, 10

Searches
Facebook
conducted, posts, 1.2
5

Texts, 3
0

Personal
email, 5
4

Business
email, 1
01

Your ...
The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level
THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
 78% start th...
Today, your company probably markets in silos
EVERYONE IS TIRED OF MARKETERS
INTERRUPTING THEIR LIVES.
IT’S TIME TO CHANGE THE WAY YOU
MARKET TO YOUR CUSTOMERS
If Content is King. Context is
Queen.
• Content is King

Together, they rule the fiefdom
of relevant marketing
INBOUND WEBSITE
Social

Attract

Visitors

Blog

Keywords

Convert

Leads

Targeted
CTAs

Landing
Pages

Premium
Content

...
FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Drives
Engagement
CONTENT TARGETING
Verb – Using data
about your visitors to
provide
relevant, contextual
content to move them
along in the ...
WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type

Known Visitors
...
78% Increase in Donations Through Their Website
PERSONA

Noun – a
representation of
a segment of
customers
HOW TO GET THERE
Knowledge
of Visitor

Actionable
view of your
customer
Behavioral
Intent
PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences...
Poor Visitor Context
BEST VISITOR EXPERIENCE
Use
Contextual
Content
“Tell a story that
resonates!”
-Seth Goden
9x increase in
inbound traffic
in 6 months
The Devices Are Coming
NO! The Devices Are HERE!
CAPITALIZE on
mobile context
Use Responsive Web Design
RWD Benefits
• Google Preferred
• Easy to Update

• Designer Friendly
• Future Proof
300% increase in
mobile leads
Define the
mobile
experience
by easily
setting
breakpoints
Upload 1 image and

automatically resize for
breakpoints

768 px

5 MB

480 px

940 px

1210 px
Boost
context

by swapping
images for
different
device types
Increase
engagement
with content
tailored to
specific
devices
Mobile Context

Silicon
Valley
Bank
ADVICE GOING INTO 2014
CONTENT
TARGETING

CREATE TARGETING RULES

Understand customer
behavior and content
to deliver the right
experience to the...
TEST YOUR
IDEAS

CREATE EXPERIMENTS
PAGE VERSIONS

Maximize site
performance through
automated conversion
rate optimizatio...
Conversion Rate Optimization
■ A|B Testing
■
■
■
■

Test Broader Page Concepts
“Low Hanging Fruit”
Lower Traffic Requireme...
Which Test Won?

A) Delivered 64% More Applications
CONTENT
OPTIMIZATION

FIND & TRACK YOUR
BEST-PERFORMING
KEYWORDS

Develop content that
resonates with your
audience and is...
SEE WHICH CHANNELS DRIVE
YOUR BEST TRAFFIC AND LEADS

WEB AND
MARKETING
ANALYICS

CONVERSIONS: SEE WHICH
EVENTS MOVED THE ...
INBOUND WEBSITE
SEO / Content
Optimization

Blog Tool

Calls to Action

Landing Pages
Analytics

A/B Testing

Social
Ampli...
“Continuous improvement is better than delayed
perfection”
– Mark Twain
BEST VISITOR EXPERIENCE
DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
E
C

O
M

MARKETING OPTIMIZATION
BLOGS &
COMMUNITIES

PERSONA
MGMT

CONTENT
TARGETI...
Bob Canaway
VP of Marketing
Ektron
@bobcanaway

David Aponovich
Sr. Analyst
Forrester
@daponovich
Keep Your Eyes on the Prize   Why Context Matters More than Ever
Keep Your Eyes on the Prize   Why Context Matters More than Ever
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Keep Your Eyes on the Prize Why Context Matters More than Ever

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To be effective, today's web experiences need to deliver the right message to the right person at the right time and delight visitors across smartphones, tablets, laptops and desktops. Join guest speaker, Forrester Research, Inc. Senior Analyst David Aponovich and Ektron VP of Marketing Bob Canaway to learn why context and optimization are the next keys to delivering on your digital goals, and need to be part of your plan for 2014.

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  • Inspiration for digital experience from the most unlikely places. Tale of man and pig, and great digital experience. Selling the vision and online differentiation.
  • Inspiration for digital experience from the most unlikely places. Tale of man and pig, and great digital experience. Selling the vision and online differentiation.
  • Q13
  • Inspiration for digital experience from the most unlikely places. Tale of man and pig, and great digital experience. Selling the vision and online differentiation.
  • Attitudes: the feelings or emotions implied by the customer’s actions and logisticsPreferences: the history and personal decisions the customer has shared with youSituation: the current location, altitude, and speed the customer is experiencing
  • Attitudes: the feelings or emotions implied by the customer’s actions and logisticsPreferences: the history and personal decisions the customer has shared with youSituation: the current location, altitude, and speed the customer is experiencing
  • And it’s based on three attributes or, if you like to phrase them this way, as questions, that form the customer experience pyramid. To deliver experiences that meet or exceed your customers’ expectations, you must…
  • …the CX pyramid has a hierarchy. At its base, a successful experience must first be something that…Meet needs. For example, many of us flew here from somewhere else. Any airline that flies from where we were to the London area could have met our basic need to get to London. And yet, each of us picked one airline out of our many possible choices. Why? For many of us it was because one option was particularly…Easy. Maybe one of those airlines has more convenient flight times. Maybe one of them flies out of a terminal that’s easier to get through. Or maybe you have elite status on one of them so you get to board sooner and don’t have to fight for overhead bin space. Any or all of those factors could have determined who got your business and who did not. And at the top of the pyramid, the best experiences are Enjoyable. This is the one that surprises a lot of businesses but it shouldn’t because we all know that customers have emotions that influence their choices. Our customers certainly know this! For example, I was at a conference talking to some attendees when one of them, a guy who works for the government of Abu Dhabi, asked what I do for a living. I explained that I conduct research into customer experience and offered the example of the difference between the customer experience on competing airlines. I didn’t get far before he cut me off and said, “You’re right! I always fly…”
  • Attitudes: the feelings or emotions implied by the customer’s actions and logisticsPreferences: the history and personal decisions the customer has shared with youSituation: the current location, altitude, and speed the customer is experiencing
  • For example: Fidelity:Customers who had a good experience invested 4.5x more money with FidelityTheir investments added up to billions of incremental dollars per year RaduCiocan is the head of customer service operations for Deutsche Telecom in Europe. In 2004 he got pulled into a program to delight customers. Not just satisfy them, but truly delight them so they‘d renew their contracts when they expired.So he trained his call center agents to really chat up customers and give them exceptional treatment, especially when they called in for the first time. The agents really got into this and they’d start asking the callers if they’d seen last night’s football game, or how about the weather? And this actually worked to the extent that the callers were delighted according to all of Radu’s surveys.But there were two fatal flaws with the goal of delighting customers in the first place. First, delighted customers didn‘t stay with T-Mobile any longer than merely satisfied customers. That meant there was no business benefit delighting them. There was, however, extra expense: The time that call center agents put into delighting customers ran up costs for T-Mobile like crazy.So Radu changed course. He started systematically analyzing customer calls and realized that what customers really wanted was to get their problems solved quickly and easily. Then he took action. He re-trained his agents so that they were able to resolve problems on the first call. And he started identifying the top problems that caused customers to call in the first place, and surfacing them to the business. Here’s how that process works today, in Radu’s own words… (READ)As a result of this process, Radu estimates that over the last two years, Deutsche Telecom …….call center costs in Europe have gone down by ten percent to fifteen percent…and as a result the company saves tens of millions of euros per year. (PAUSE)Now let’s look at this from another perspecitve. Market returns…
  • Attitudes: the feelings or emotions implied by the customer’s actions and logisticsPreferences: the history and personal decisions the customer has shared with youSituation: the current location, altitude, and speed the customer is experiencing
  • Devices and the way people use them are driving this shift. And as more devices crowd the user ecosystem, each starts to have its own preferred uses. But it’s a bit more complicated than that…
  • For example, introducign new devices doesn’t just spread out an equal amount of interaction across more screens. The more devices a consumer owns, the more their activity level OVERALL goes up. For example, have a look at the smartphone behaviors of tablet owners. They are 50% more likely to use their smartphones to locate a nearby store.They are nearly 2x as likely to redeem a couponThey are more than 3x as likely to read customer reviewsMore than 2.5 x as likely to check availability in store, and 2x as likely to learn about in-store promotion.
  • What makes them choose one device over another? Location, availability, the task, the context, the likelihood that they’ll need additional information that can be more readily accessed through a given channel.
  • People are not just using one device at a time. There’s complementary usage and conflicting usage. So what do we make of all of this?
  • Attitudes: the feelings or emotions implied by the customer’s actions and logisticsPreferences: the history and personal decisions the customer has shared with youSituation: the current location, altitude, and speed the customer is experiencing
  • Customer journeys are complex. They span touchpoints and time. And they’re not linear. They’re also not limited to a specific, tactical outcome. Because the goal isn’t to book a trip. The Goal is toto on a trip, to experience and enjoy, and to create memories. And those things do not begin and end with a touchpoint, or a simple transaction, or in this case, even the trip itself. Here’s what I think the hard part is. Customers go on these journeys, but they don’t consciously think about why they want one channel or another. No, customer thinking is like this…
  • Now I don’t care whether you call them shoppers, clients, members, subscribers, or patients, or whatever...the fact is that if you provide products or services in return for money, then you have customers.And all those different kinds of customers go through the same archetypal steps, which start when they Discover that you offer something which can meet their needs. (Follow the circle.) But then there’s this critical juncture: the point where customers either decide to do business with you again, or they leave. What influences that decision? Many things – but the biggest is customer experience. What exactly is customer experience?
  • These journeys are fluid. And people expect continuity and quality from you at every turn.
  • And that’s why we have it all wrong today. Building expriences in silos is a recipe for supporting only one part of the journey. Now, it IS possible to build these things with an eye toward unficiation, but the customer shouldn’t have to try to jump your gaps for you. Instead…
  • Great. How are you going to do that? What do you unify around? Content? Brand? Messaging? Those are all aspects of what you need to deliver. But really, what you need to do is unify around your customer. Because…
  • Source: iTunes Applications Catalogue: Uberhttps://itunes.apple.com/us/app/uber/id368677368?mt=8
  • Q5
  • Q2
  • Q16
  • We're entering a new age of application development that creates modern, compelling systems of engagementand links them with systems of record and systems of operation. Systems of record – are authoritative source of information and transactionally accurate.Systems of engagement: provide engaging experiences.Sytems of operation: mission-critical systems that must always be up: no downtime – Tesla model S.
  • - How is this all happening?I call this the $1 trillion slide. – each one of these is a very important future business.Strangely, the technology exists to do all of this…Each one of these is a business…and many will be very, very big businesses.
  • Wrap it all up & transition in to Ektron 9.0
  • 90% of all web-data in the world was created in the last 2 years1 in 5 minutes spent online is on social networking sitesFacebook adds 600,000 mobile users per day
  • TOM
  • TOM
  • 300% more marketing conversions take place on outbound vs. inbound33% of Ektron’s Marketing Qualified Leads are via inbound13% of overall leads
  • Show targeting with personas
  • 200% more interaction with the site amb visitors taking multiple actions
  • Blog became an Ektron “Publication” and traffic & activity increased 500%
  • Animoca – game dev, testing 400 android devicesTrends to build sites that use a Responsive Framework like Twitter Bootstrap, Skeleton orFoundation
  • 100% increase in raw leads
  • TOM
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • Ektron’s core product is the Web Content Management System that provides everything you need to create and manage your website. From powerful content editing, visual page layout, mobile, search, cloud deployment and much more you have a powerful toolset used by almost 4000 organizations around the world. Ektron Marketing Optimization delivers powerful, easy to use tools for creating and managing personas, targeting content, optimizing content for search engines, a/b and multivariate testing, along with the ability to create blogs and social communities, and publish information across social channels. You can easily connect the CMS and Marketing Optimation offerings to analytics, marketing automation, crm, sharepoint and other systems, so you can use the best tools for the job. Plus you have the freedom and flexibility to change systems easily without the need for complex coding for API integrations. And the Ektron Ecommerce accelerator helps you provide shoppers with a convenient way to purchase your products and easily collect online payments
  • And with that, I know it was a lot of information –Here is my contact information – I want to thank you all so much for coming! are there any questions?? Ellucian and ektron examplesCourse catalogPrince georges community collegeHudson community collegeRecruiterSoutheast.eduResponsive experience- ccu.edu – colorado christian
  • Keep Your Eyes on the Prize Why Context Matters More than Ever

    1. 1. Keep Your Eyes on the Prize Why Context Matters More Than Ever Bob Canaway VP Marketing, Ektron David Aponovich Sr. Analyst, Forrester
    2. 2. Keep Your Eyes on the Prize! Why Context Matters More Than Ever David Aponovich, Senior Analyst Forrester Research Latest trends & strategies in using context to drive engagement Bob Canaway, VP of Marketing Ektron Best practices, tools & techniques to optimize conversion
    3. 3. HOUSEKEEPING How to participate • For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window • Submit your text question using the Questions pane • Note: A recording will be made available
    4. 4. Making Leaders Successful Every Day
    5. 5. Welcome to the Age of the Customer © 2013 Forrester Research, Inc. Reproduction Prohibited 5
    6. 6. “ But I just built my new website three years ago. Why should I care about personalization and contextualization now? © 2013 Forrester Research, Inc. Reproduction Prohibited
    7. 7. The goal: Deliver interactions that cater to a person’s specific needs – without having to design millions of individual interactions
    8. 8. Today: Digital transformation (not just WCM) What digital leaders were demanding three years ago:  “Replace my web content management system with a new system.” What they’re requesting today:  “Help me re-platform from my legacy WCM to a platform to manage digital customer experiences and marketing.” Result: Software vendors have shifted to support platforms for more robust, multichannel, data-driven and PERSONAL experiences. * This isn’t just about apps. It’s about creating relevant digital experiences at any and all touchpoints for customers. Copyright 2013 Forrester Research Inc. - Confidential – For Client internal use only. Reproduction prohibited.
    9. 9. This isn’t just about apps. Or websites. Or mobile. It’s about being relevant to your customers. © 2013 Forrester Research, Inc. Reproduction Prohibited
    10. 10. Net result: Targeted, Personalized Experiences Forrester defines digital experience management (DX) as: The management and delivery of dynamic, targeted, and consistent content, offers, products, and service interactions across digitally enabled touchpoints. The need for robust digital experience support is not just a technology issue. It’s an organizational issue. What does your organization want to do to win?
    11. 11. WCM has turned into sexy software › WCM has evolved from basic, IT-centric tools . . . › . . . to smart, flexible, business-friendly systems at the core of firms’ digital customer experiences and online engagement strategies. • Personalized, contextual delivery of content and experiences • Delivers content and experiences to many channels (i.e., mobile) • Marketing, customer support, internal employee support • Tuned to the needs of digital experience professionals • Global, multilingual, multi-site capabilities • Integration with back-end business software to leverage data Copyright 2013 Forrester Research Inc. - Reproduction prohibited.
    12. 12. What are organizations buying? Which of the following technology tools has your organization prioritized in the next 24 months (2013-2014)? (Select up to three) Analytics tools (e.g. web analytics, social… 56% 34% 30% Web content management Customer relationship management 24% 24% Mobile application development tools eCommerce platform Testing and optimization Social networking platforms Personalization/recommendations engine Campaign management software Digital asset management Site search ID/authentication tools Enterprise marketing suites Multilingual tools (e.g. translation, localization) Other, please specify None of the above 18% 18% 17% 16% 12% 9% 7% 6% 4% 2% 1% Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited 12
    13. 13. Inspiration for relevant, personal, contextual experiences comes from many places. © 2013 Forrester Research, Inc. Reproduction Prohibited
    14. 14. © 2012 Forrester Research, Inc. Reproduction Prohibited
    15. 15. © 2012 Forrester Research, Inc. Reproduction Prohibited
    16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited
    17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited
    18. 18. © 2012 Forrester Research, Inc. Reproduction Prohibited
    19. 19. Context goes far beyond technology. However, technology can ease the burdens of contextualization © 2013 Forrester Research, Inc. Reproduction Prohibited 19
    20. 20. Behavior © 2012 Forrester Research, Inc. Reproduction Prohibited
    21. 21. Situation © 2012 Forrester Research, Inc. Reproduction Prohibited
    22. 22. Demographic © 2012 Forrester Research, Inc. Reproduction Prohibited
    23. 23. What? © 2013 Forrester Research, Inc. Reproduction Prohibited 23
    24. 24. con·tex·tu·al·iz·a·tion ˈ kän-ˈ teks-ch(ə-w)ə-lə-ˈ zā-shən noun : A tailored, adaptive, and sometimes predictive digital customer experience. • Contextualization combines and extends existing segmentation and personalization techniques with inthe-moment details. This enables moredynamic, more-predictive experiences by processing explicit and implicit user information.
    25. 25. Who? © 2013 Forrester Research, Inc. Reproduction Prohibited 25
    26. 26. Source: June 6, 2011, “Competitive Strategy In The Age Of The Customer” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
    27. 27. How customers perceive their interactions with your company
    28. 28. Enjoyable Easy Meets Needs
    29. 29. Why? © 2013 Forrester Research, Inc. Reproduction Prohibited 29
    30. 30. Customer experience correlates to loyalty  Willingness to consider for another purchase  Likelihood to recommend to a friend  Less likelihood to switch business to a competitor
    31. 31. When? © 2013 Forrester Research, Inc. Reproduction Prohibited 31
    32. 32. The US consumer owns multiple computing devices . . . 59% own two or more PCs. 93% of tablet owners also own a laptop. . . . and uses different computing devices for different functions. Source: North American Technographics® Benchmark Survey, Q3 2012 (US, Canada)
    33. 33. More devices = greater overall activity Tablet owners use their smart phones more than the overall online population for many activities To locate a nearby store or to check store hours 27% 18% To take picture of a product to share with friends or ask for their opinion 8% To compare physical store prices with online prices, when shopping in a store 9% To find or redeem a coupon/coupon code 9% To read customer reviews of a product 17% Tablet owners 12% 16% 33% 9% To check availability of a product in an online store 22% 8% To check in-store availability of a product 7% To learn about an in-store promotion or event 6% 0% 10% 14% 14% 20% 30% 40% Base: US Online Adults 18+ (Online Monthly or More) cell phone owners (multiple responses accepted) North American Technographics® Retail Online Survey, Q2 2012 (US) © 2013 Forrester Research, Inc. Reproduction Prohibited 33
    34. 34. Consumers transition across screens Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited
    35. 35. They also use multiple screens at once Source: Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, August 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited
    36. 36. Where? © 2013 Forrester Research, Inc. Reproduction Prohibited 36
    37. 37. Customer journeys are complex © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Adaptive Path @sa_powers
    38. 38. © 2012 Forrester Research, Inc. Reproduction Prohibited @sa_powers
    39. 39. › “I don’t think about the devices or the platform, I just live my life and get things done.”
    40. 40. Silos only support part of the customer journey. @sa_powers
    41. 41. You must unify the experience for your customers. @sa_powers
    42. 42. How? © 2013 Forrester Research, Inc. Reproduction Prohibited @sa_powers 42
    43. 43. Uber uses geolocation data for a more contextualized experience @sa_powers
    44. 44. Indoor positioning enhances the museum experience Source: January 23, 2013, “Next In Tech: Indoor Positioning” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited @sa_powers
    45. 45. Smarter, more contextual interactions will be critical to delivering successful digital customer experiences.
    46. 46. Providing contextual, cross-channel customer experiences is an major challenge © 2013 Forrester Research, Inc. Reproduction Prohibited @sa_powers 46
    47. 47. Technology silos Organizational silos Lack of overall, unif ied customer experience strategy @sa_powers
    48. 48. Remember three key takeaways as you start on a contextualization strategy. © 2013 Forrester Research, Inc. Reproduction Prohibited @sa_powers 48
    49. 49. Many decision makers are involved Which group is the final decision maker for applications that support digital customer experiences? (Select the best response) Marketing-technology shared service group 9% Other, please specify 11% IT 20% Dedicated customer experience group 4% Enterprise architecture group 5% Individual lines of business 12% Corporate marketing group 18% Dedicated eBusiness or eCommerce group 14% Dedicated online marketing group 7% Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited @sa_powers 49
    50. 50. “We’ve hit a wall. We’ve gone as far as we can without involving IT.” - CMO, consumer product goods manufacturer © 2013 Forrester Research, Inc. Reproduction Prohibited 50
    51. 51. Key takeaway #1: Multiple roles are critical to personalization, contextualization success, so plan on working closely with others. © 2013 Forrester Research, Inc. Reproduction Prohibited 51
    52. 52. Many technologies are involved Which of the following technology tools do you play a key role in evaluating, specifying, and/or administering? (Select all that apply) Base: 288 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited 52
    53. 53. Please Rate The Following Statement Our organization prefers a best-of-breed (vs. suite) approach for customer-facing applications. Strongly disagree, 2% Disagree, 7% Strongly Agree, 17% Neither Agree nor Disagree, 30% Agree, 44% Base: 233 Digital Experience Professionals Source: March 2013, “Digital Experience Delivery Online Survey” © 2013 Forrester Research, Inc. Reproduction Prohibited 53
    54. 54. Companies will need to employ a modern application architecture © 2013 Forrester Research, Inc. Reproduction Prohibited 54
    55. 55. Key takeaway #2: Sourcing technology from vendors who understand modern application architecture, and how to connect the dots for better context. © 2013 Forrester Research, Inc. Reproduction Prohibited 55
    56. 56. Data for contextualization comes from a variety of sources
    57. 57. Context demands new, analytics driven, capabilities
    58. 58. Key takeaway # 3: You will need to tap into a variety of data sources for better contextual experience, but it’s OK to start slowly. © 2013 Forrester Research, Inc. Reproduction Prohibited 58
    59. 59. Thank you David Aponovich daponovich@forrester.com @daponovich
    60. 60. Keep Your Eyes on the Prize Why Context Matters More Than Ever Bob Canaway VP Marketing, Ektron David Aponovich Sr. Analyst, Forrester
    61. 61. 67 percent of the buyer’s journey is digital
    62. 62. Your visitors are bombarded by 100’s of digital messages each day
    63. 63. Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 3 0 Personal email, 5 4 Business email, 1 01 Your visitors have one One digital every 5 interaction minutes EVERY 5 MINUTES
    64. 64. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
    65. 65. THE BUYER HAS CHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought  78% start their research with search  78% view vendor websites  4+ pieces of content  5576 emails ~ Exec 10x
    66. 66. Today, your company probably markets in silos
    67. 67. EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES. IT’S TIME TO CHANGE THE WAY YOU MARKET TO YOUR CUSTOMERS
    68. 68. If Content is King. Context is Queen. • Content is King Together, they rule the fiefdom of relevant marketing
    69. 69. INBOUND WEBSITE Social Attract Visitors Blog Keywords Convert Leads Targeted CTAs Landing Pages Premium Content Close Customers MAP + CRM Integration Targeted Content Social Networking Delight Happy Customers Targeted CTAs MAP + CRM Integration Media Customer Service
    70. 70. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
    71. 71. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
    72. 72. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • • • • • • • • • Geolocation Search terms Industry Company Title Role Customer status Social graph Behavioral attributes Personas
    73. 73. 78% Increase in Donations Through Their Website
    74. 74. PERSONA Noun – a representation of a segment of customers
    75. 75. HOW TO GET THERE Knowledge of Visitor Actionable view of your customer Behavioral Intent
    76. 76. PERSONA MANAGEMENT Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Target content “Getting the most out of your CMS” eBook
    77. 77. Poor Visitor Context
    78. 78. BEST VISITOR EXPERIENCE
    79. 79. Use Contextual Content “Tell a story that resonates!” -Seth Goden 9x increase in inbound traffic in 6 months
    80. 80. The Devices Are Coming NO! The Devices Are HERE!
    81. 81. CAPITALIZE on mobile context
    82. 82. Use Responsive Web Design
    83. 83. RWD Benefits • Google Preferred • Easy to Update • Designer Friendly • Future Proof
    84. 84. 300% increase in mobile leads
    85. 85. Define the mobile experience by easily setting breakpoints
    86. 86. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
    87. 87. Boost context by swapping images for different device types
    88. 88. Increase engagement with content tailored to specific devices
    89. 89. Mobile Context Silicon Valley Bank
    90. 90. ADVICE GOING INTO 2014
    91. 91. CONTENT TARGETING CREATE TARGETING RULES Understand customer behavior and content to deliver the right experience to the right user at the right time in the right channel TARGETED CONTENT WIDGET PERSONAS
    92. 92. TEST YOUR IDEAS CREATE EXPERIMENTS PAGE VERSIONS Maximize site performance through automated conversion rate optimization PAGE ELEMENTS
    93. 93. Conversion Rate Optimization ■ A|B Testing ■ ■ ■ ■ Test Broader Page Concepts “Low Hanging Fruit” Lower Traffic Requirements Difficult to Control External Factors ■ Multivariate Testing ■ More Learning ■ More Complexity, Planning, Traffic
    94. 94. Which Test Won? A) Delivered 64% More Applications
    95. 95. CONTENT OPTIMIZATION FIND & TRACK YOUR BEST-PERFORMING KEYWORDS Develop content that resonates with your audience and is optimized for your SEO strategy EVALUATE INDIVIDUAL PAGES ON YOUR SITE 9X Increase in Page Views IDENTIFY WHICH SITES ARE GIVING YOU LINK LOVE
    96. 96. SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND LEADS WEB AND MARKETING ANALYICS CONVERSIONS: SEE WHICH EVENTS MOVED THE SALES PROCESS ALONG Track all of your marketing activities and automatically generate rich reports MAKE YOUR PAGES CONVERT BETTER
    97. 97. INBOUND WEBSITE SEO / Content Optimization Blog Tool Calls to Action Landing Pages Analytics A/B Testing Social Amplification Content Context Relevance Results Targeting Premium Offers Faceted Search Mobile Multichannel Personas
    98. 98. “Continuous improvement is better than delayed perfection” – Mark Twain
    99. 99. BEST VISITOR EXPERIENCE
    100. 100. DIGITAL EXPERIENCE MANAGEMENT PLATFORM E C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING MARKETING AUTOMATION SOCIAL PUBLISHING SEO MV TESTING SOCIAL M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH WEB ANALYTICS SHAREPOINT VIDEO
    101. 101. Bob Canaway VP of Marketing Ektron @bobcanaway David Aponovich Sr. Analyst Forrester @daponovich

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